1) 88% of internet consumers use search engines, so search engine optimization is critical for businesses to be visible online. The presentation covers how search engines work and strategies for optimization, including keywords, linking, and social media integration.
2) Local search optimization is also important, with tips like listing the business on maps and directories and ensuring consistent contact details.
3) Social media can help non-consumer brands by defining goals and using tools like newsletters, groups and questions to engage customers without a traditional consumer focus. Consistency across online profiles is emphasized.
3. Introduction 88%of internet consumers use search engines If your site isn’t listed near the top, it may as well not exist Social Media is evolvinghow your company is searched for
4. This presentation will cover the following: Break down how Search Engines work Search optimization for local search The 3 critical elements to achieve and maintain high rankings Cutting edge Search Engine Optimization (SEO) strategies Highlight major Social Media Networks
5. How Do Search Engines Work? They utilize software programs known as bots or spiders that crawl the web and build their database CRAWLING: Spiders crawl through a site and look at the content to know what the site is about They start collecting & storing the data so that it can be easily retrieved from its database. INDEXING: Is assigning the webpage to specific keywords for retrieval
6. How Do Search Engines Work? PROCESSING: During a search, they analyze the indexed information and calculate the relevance of each page in its database RETRIEVING: Relevant results are presented
7. What is “Organic” Search Engine Optimization? “Organic” SEO is the process of raising your web site rankings and visibility in the “natural” listings area (not paid listings) of the search engine results pages (SERPs)… for increasing qualified visitors to your site.
8. Why Top Rankings Matter… Every day, the search engines and directories average 300-500 MILLION searches 81% of consumers on the Internet find products and services by using search engines. Unfortunately, only 7% of all web sites are visible by the Search engines Most web sites are not properly optimized for maximum Search Engine Visibility.
9. Get Your Web Site in the “Sweet Spot” With Organic SEO Overall 60.5% click on "organic" natural results of the SERPs. Nearly 60% click on the first three organic results. Google has highest "Click-Thru Rate" (CTR) for natural results at 72.3%. Optimize for Google
10. Get Your Web Site in the “Sweet Spot” With Organic SEO If you’re ranked below #10 (even #3) your CTR’s fall dramatically For maximum clicks, optimize for top organic rankings
11. Search Optimization for Local Search Local Search offers an effective method to increase awareness of your business to local customers. Increasingly local businesses are obtaining reasonable rankings for more generic keywords. Implementing a Local Search Engine Optimization program is necessary to see results.
12. Top 5 Local Search Optimization Tips STEP #1: Register your business with Google, Yahoo!, and Bing with the local business registry This will indicate the authenticity of your Local Business Listing for Search Engines
13. Top 5 Local Search Optimization Tips STEP #2: Develop links from numerous Local Directories One of the main components Create a network of local sites that include your keyword and location in anchor text Include Business Contact Details Business Name Street Address City, Province/State, Country Local phone and fax numbers
14. Top 5 Local Search Optimization Tips STEP #3: Landing Pages Develop specific pages for multiple locations if your business operates in many different markets They should offer contact information Embed a Google Map into the web page – effective to get the business listed in Google 10 Pack
15. Top 5 Local Search Optimization Tips STEP #4: Integrate your geographic and product/services keywords into the Landing page’s: Content H1 tag H2 tag META tags
16. Top 5 Local Search Optimization Tips STEP #5: Information Consistency Contact and location information must be consistent through out your online network Register with sites like Yelp and Superpages
17. Components to Optimize & Promote Your Web Site Visibility Three critical components must be met to fully optimize for search engines like Yahoo! and Google. Component #1 – Keywords & Content (Your web page text and keywords) Component #2 - Internal Linking (How you link your web pages together) Component #3 - "Link Popularity" (In-bound links to your web pages)
18. SEO Component #1-Keyword & ContentWeb page test and keywords Put keywords in Bold so spider can find quicker Title tags centered around 1 important keyword phrase 2-3 instances of your primary keyword phase per 100 words
19. SEO Component #1-Keyword & Content Place keywords in: Links and URLs like: www.midwestawd.com/electromechanical_assembly.html Headlines Beginning of web page text – in 1st sentence, more weight given to first 25 words
20. SEO Component #1-Keyword & Content Keywords in the “anchor text” – the text within your hyperlinks Keywords in the “ALT Tags” the phrases used to describe your images
22. SEO Component #2 – Internal Linking The internal linking component is another way of telling the search engines what your web pages are about when they spider your web site.
23. SEO Component #2 – Internal Linking Use keywords in your Web site text Links Navigation links
24. SEO Component #2 – Internal Linking Add a site map to your site with a line-item list of links to pages Link to the most important web pages in your web site with keyword optimized anchor text.
25. SEO Component #3 – Link Popularity Search Engines use links as a primary way they rank web sites. This is known as your web site’s "Link Popularity" or in Google’s case it’s called "PageRank" or "PR."
26. SEO Component #3 – Link Popularity Google's algorithm ranks web pages primarily on the following 3 criteria... The quality or "relevance" of the web site or web page that links to your web page; The total volume (number) of in-coming links to your web page; The "anchor text" or actual link text in or around the in-bound link that points to your web page
27. Anchor Text StrategiesUse keywords in your “Anchor Text” Don’t get links that contain only your web site name - like this…Charge.com In your link text be sure to add the keywords you’re optimizing for - like this…Merchant Accounts by Charge.com If you're advertising on the internet with Banner Ads, add keyword focused text links:
28. In-Bound Linking Strategies Get more links on more different web sites than your competition The more links pointing to your web site, increases site’s importance. Which do you think Google likes better? 1000 links from the same web site? Or, 1000 links from 1000 different web sites? Don’t SPAM: adhere to natural linking policies by getting links on a wide variety of web sites on different networks. Place ads and links on portal sites:
29. In-Bound Linking Strategies Search Google for your keyword and look at the PageRank of your competition’s web sites that are ranking in the top 10 of the Search Engine Results Page (SERP).
30. How to Acquire Inbound Links The following are effective ways to acquire inbound links to your web site... Submit your web site to the important Internet Directories. Free Open Directory http://www.dmoz.org/ Conduct an Internet public relations(I-PR) campaign and get publicity on the websites that your target market reads.
31. How to Acquire Inbound Links The following are effective ways to acquire inbound links to your web site... Write articles and get them placed on blogs and forums in your industry or topic. Conduct a reciprocal linking campaign. Get text link ads on web sites that your target market reads
32. How to Acquire Inbound Links Get more “Relevant Links” from quality sites than your competition. Get more links on different web sites than your competition. Strive to get a higher Google PageRank score than your competition.
33. How can this translate into Social Media? Optimize within the major social media sites Keyword usage in blogs, usernames & postings Search Engines will list activity within social media sites Increase site popularity with links to connected social media sites
34. What is Social Media? Social media refers to the outlets of new communication via internet. Increasingly, people are adapting new ways of communicating and more than ever, the consumer is being pursued by producer through these outlets.
35. What is Social Media? Best part of it: Makes sites more attractive and interactive Easy for people to get information on your company It engages your customers
37. Consumers met/use through: Re-connect with past and present colleagues The networks have industry experts willing to share advice Connect your account with blogs, sell sheets presentations, and more! Applications:
41. Consumers met/use through: Twitter is micro-blogging The posting possibilities are endless Links for more info on products Useful tips and advice Promotional materials Questions for feedback Industry stats Further creates a relationship with consumers
42. Quick Wit Twitter Tips Twitter Vocab: Tweet – The actual individual, 140 character message posted Tweetup– An in-person gathering organized via Twitter Retweet (RT) – Simply means re-posting someone else’s Tweet Looks like: RT @username: Original Message
43. Quick Wit Twitter Tips Twitter Vocab: @_____ - The ability to direct message someone on the Twitter post list #(Hashtag) – A way of categorizing messages
44. Quick Wit Twitter Tips 5 Don’ts for Businesses on Twitter: Don’t be boring Don’t ignore people Don’t self (company) indulge Don’t over tweet Might seem basic, but these don’ts DO happen
45. Make Social Media Work for Non-Consumer Brands It’s easy to suggest to companies on how to connect brand and consumers But…. How do companies with a specific market niches or are non-consumer benefit of implementing social media?
46. Social Media for Non-Consumer BrandsDefine what you want to achieve Social media should go beyond brand presence Have a goal to strive for Ex: Increase knowledge of mission Plan and define a plan of reaching that goal Ask yourself: What are our internal resources? What technologies will work best? How long to we have to accomplish our goal?
47. Social Media for Non-Consumer BrandsDefine your desired success Set reasonable expectations Hit a target member number How much revenue New partnerships Improved SEO ROI for B2B and B2C brands with Social Media: Socialnomics
48. Another effective social tool: Newsletters Explore different media outlets to engage customers E-newsletters via emails and online posts are a great tool to inform and motivate clients Easier, cheaper and quicker than the paper-based newsletters
49. Social tool: Newsletters Provide clients with industry, company and/or product news and advice Helps with building relationships via communication E-newsletters are tied with statistics Include invites to join in on your active social media accouns
50. Social Media Re-Cap Social media is all about growing relationships Join or create special-interest groups to interact with clients, prospects and fans Pose questions and comments to spark feedback Social media is for all companies: B2B and B2C Effective use of social media is having a strategic goal and plan Set reasonable expectations
51. In Conclusion Use the 3 components of “organic” SEO to achieve top rankings Use the 5 Local Search Engine Optimization as a foundation to get your program started Integrate work within a Social Media strategic plan SEO and Social Media are heavily interconnected
53. Information provided by: www.stellarbluewebdesign.com http://mashable.com/2009/11/25/social-media-b2b/ http://adage.com/digitalnext/article?article_id=141219 http://mmaglobal.com/main
Hinweis der Redaktion
The evolution of internet marketing is continuing at a rate faster than ever before. It has been reported that 81 percent of internet consumers use search engines and furthermore, social media is evolving the marketing world. Get a head of the game!
- In a recent Forrester Research report 81% of consumers on the Internet find products and services by using search engines.- Unfortunately, only 7% of all web sites are visible by the Search engines according to a recent StatMarket.com study
- Each of your web pages can link to the most important web pages in your web site with keyword optimized anchor text.
- Ever since Google entered the search engine market, all the major Search Engines have started using links as a primary way they rank web sites.
- The more links pointing to your web site, the more important the search engines will assume your web site to be.- Don’t SPAM: Get the most exposure to your target market while adhering to natural linking policies by getting links on a wide variety of different web sites on different networks.
-’in’ icon is linked to Jim’sLinkedin Profile- The networks you join are filled with industry experts willing to share adviceAdd the Box.net Files application to manage all your important files online. Box.net lets you share content on your profile, and collaborate with friends and colleagues.Connect your virtual lives with the WordPress LinkedIn Application. With the WordPress App, you can sync your WordPress blog posts with your LinkedIn profile, keeping everyone you know in the know.SlideShare is the best way to share presentations on LinkedIn! You can upload & display your own presentations, check out presentations from your colleagues, and find experts within your network.
- Twitter is micro-blogging: a free platform for writing short articles for your target market
One goal, for me on this presentation is that you can go forth in this world with a better understanding of certain social mediaTwitter Vocab, is a great start TWEET – why 140 charactersTWEETUP – Companies use them for things like hosting launch parties, connecting with customers and introducing like-minded followers to each otherRetweet - Retweeting is common, and it’s a form of conversation on Twitter. It’s also a powerful way to spread messages and ideas across Twitter quickly.
One goal, for me on this presentation is that you can go forth in this world with a better understanding of certain social mediaTwitter Vocab, is a great start @ - for companies, one of the most useful things about Twitter is that it lets you exchange public messages with individual users - Simply start a Tweet with @username of the person you want to reach, if the user is following your account, your message will appear directly on his or her Twitter home page# -which is just the # symbol followed by a term describing or naming the topic—that you add to a post as a way of saying, “This message is about the same thing as other messages from other people who include the same hashtag.” Then, when somebody searches for that hashtag, they’ll get all of the related messages.
One goal, for me on this presentation is that you can go forth in this world with a better understanding of certain social mediaTwitter Vocab, is a great startDon’t be boring – make those 140 characters count. Don’t just provide a link, explain why that link is a great source of information. Don’t talk about mundane topics – draw in your followers what you are saying. If have a niche market like pets, give latest ASPCA news or a review on a latest organic pet foodDon’t ignore people – the best part of Twitter is the direct messages and replies you will receive from followers - Part of the Twitter experience involves conversing with your followers when possible. (Don't forget the Twitter lingo: RT is retweet, and @name is how you respond or give props to someone. Feel free to be generous with both your RTs and your @s.)Don’t self (company) indulge – don’t use twitter as a self proclamation horn you can toot everyday. Just like a TV Ad, people will easily begin to ignore or over look your tweets, which renders your account useless. Provide industry news, reply to followers tweets, give tips and more also.Don’t over tweet-Don't tweet more than ten times a day, or more than five times an hour - It gets annoying and takes space and attention away from other Twitterers' links and observations
“Once the strategy and goals have been determined, figuring out how to execute that plan is the next step. Success in social media does not happen overnight, nor is it achieved without hard work. It’s very possible that you will need some sort of outside help, either with building the technology, implementing the strategy, or having enough hands on deck to staff the initiative. Go the extra step to make your initiative a success and show both your customers and organization your commitment; social media denizens will see right through a poorly conceptualized and executed grab for some online attention” - Mashable.com
- E-newsletters are tied with statistics to see how many people viewed your message and/or accessed your website from it
